What Is Lead Generation in Digital Marketing?

In today’s world, marketers have come up with a never-ending list of methods to generate leads, and each business tries different sets of strategies to boost its lead generation rate. However, lead generation using digital marketing stays on top because of its effectiveness and guaranteed results. You can achieve so much by marketing your business online, including raising brand awareness, making sales, engaging with targeted audiences, etc. 

In this blog, we’ve discussed what lead generation is in digital marketing and the top 4 tested and approved DM strategies to generate leads. 

What Is Lead Generation in Digital Marketing?

In digital marketing, lead generation means recognizing, approaching, attracting, and transforming online users into potential customers of your product or service. For this purpose, brand marketers utilize online channels, techniques, and technologies such as content marketing, email marketing campaigns, paid ads on social media platforms, etc.

Steps to Do Lead Generation Using Digital Marketing:

  1. The first and most crucial step is identifying your target audience. 
  2. Employ lead generation strategies to approach and attract them. 
  3. Shortlist the prospects who are most likely to purchase so you can utilize personalized converting techniques. 
  4. The last step is to make a sale and convert them into regular customers. It will help your business with future sales. 

Aim of Lead Generation in Digital Marketing

The primary purpose of lead generation using digital is to drive traffic to the business’s website or/and blog and then change those visitors into leads by encouraging them to learn about your product or service. More efforts will further convert them into a customer. 

Let’s look into the means to achieve the above goals through marketing online. 

Four Must-Know Ways to Do Lead Generation Using Digital Marketing

To drive traffic and generate qualified leads, you have to keep the following strategies in your mind. This way, you can promote your content on different online channels, which results in successful digital marketing campaigns. Here are some lead generating techniques: 

1. Use content marketing 

About 70% of marketers invest in content marketing because of its efficacy. Content marketing includes writing informative content like blogs and articles for your website or social media platforms. It raises brand awareness and nurtures leads regarding your product or services. This valuable content can either be available online or offline. It includes e-books, case studies, videos, infographics, podcasts, etc.

Incorporating calls-to-action (CTAs) in your content also encourages leads to visit your website and make a purchase. Publishing search engine optimized (SEO) content improves your traffic, and thus, leads discover your business directly through search engines. 

2. Social media marketing 

One of the best means of lead generation using digital marketing is through social media. In 2021, over 4.48 billion people were using social media, and this proportion is rapidly growing. Therefore, create a profile for your business on social platforms like Facebook, Twitter, and Instagram. 

For instance, Facebook lead generation ads examples include building your newsletter list by offering discounts, etc. On social media, placing limited-time offers generates leads as well. 

Following are the benefits of social media marketing:

  • It helps users from diverse backgrounds to recognize your business 
  • It boosts your sales 
  • Analytics allows you to create a vision beforehand
  • You can engage with your targeted audience more deeply and ask for suggestions creatively. 
  • Social media marketing is cost-effective yet yields ideal results.

3. Email Marketing

Email marketing involves sending informative and beneficial emails to a qualified email list. About 48% of marketers declare email marketing as one of the most effective lead generation strategies because it encourages people to visit your website and further learn about your products and services. 

To accelerate your email marketing campaign, follow these guidelines: 

  • Creating a concise template email
  • Incorporating attention-grabbing subject lines 
  • Including strong call-to-action (CTAs) 
  • Automating your email marketing campaign 
  • Sending emails at the right time 
  • Providing nurturing content 

All of these guidelines work for small as well as medium-sized businesses. They guarantee fruitful results in the form of boosted lead generation rate. 

4. Pay-per-click (PPC) Advertising 

Pay-per-click advertising is another incredible way of lead generation using digital marketing because of its high ROI rate. About 74% of businesses classify PPC as huge traffic and lead driver. PPC ads appear on top of the search engines and draw many prospects.


Other benefits of investing in PPC advertising are: 

  • It targets users who have a clear intent to buy a product or service. 
  • PPC visitors are 50% more likely to purchase than internet surfers. 
  • The PPC leads conversion rate is relatively higher than organic leads. 


We can conclude that digital marketing has taken over all conventional marketing methods in today’s modern world. In addition, lead generation using digital marketing has become a recent trend because of its never-ending advantages. Moreover, fruitful outcomes of Facebook lead generation ad examples show that social media marketing has no match! 

Scott Thompson
Scott Thompson

Scott Thompson is an authoritative industry veteran, CEO and Founder of Astoria Company. With his extensive experience spanning decades in the online advertising industry, he is the driving force behind Astoria Company. Under his leadership, Astoria Company has emerged as a distinguished technology advertising firm specializing in domain development, lead generation, and pay-per-call marketing. Thompson is widely regarded as a technology marketing expert and domain investor, with a portfolio comprising over 570 domains.

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Categories: Business, OtherPublished On: February 18, 2022

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